what consumers really want from their emails presentation
TRANSCRIPT
What consumers really want
from their emails
41 Portland Place
Thursday 25 October 2012
#dmaemail
Sponsored By Insight Partner
What consumers really want from their emails41 Portland Place
Thursday 25 October 2012
8.30 Registration and breakfast
9.00 Welcome
Fiona Robson, Managing Director, Rocketseed
9.15 Research findings
Paul Seabrook, Director and Co-Founder, fast.MAP
9.45 Turning insights from the email tracking study into results
Dela Quist, Chief Executive Officer, Alchemy Worx
10.15 Building trust with email
Zara Timms, Data Marketing Manager, Aviva
10.45 Panel discussion
Paul Seabrook, Director and Co-Founder, fast.MAP
Dela Quist, Chief Executive Officer, Alchemy Worx
Zara Timms, Data Marketing Manager, Aviva
11.15 Closing comments
Fiona Robson, Managing Director, Rocketseed
Sponsored By
Insight Partner
Welcome
Fiona Robson, Managing
Director, Rocketseed
Sponsored By
Insight Partner
Research Findings
Paul Seabrook, Director and Co-
Founder, fast.MAP
Sponsored By
Insight Partner
Email Tracking Study Wave 4
Paul Seabrook
October 2012
Email Marketing. Ticks a lot of boxes….
� Visibility of what happens
� Easier to test
� Media rich environment
� Right person, time, message
� Update campaigns in real-time
� Mass market
� Reach people at home, at work, on holiday, in
bed, travelling, when shopping….
But, how representative are you?
This study
� Brings 1,043 consumers into this room
� Online self-completion study from fast.MAP’s Consumer Voice panel
� Wave 4 of this tracker
� Other trackers include Data, Financial Services and more planned
� Designed by DMA / Councils / Sponsors. Some questions across all waves. Some new for this wave
� Recalibrate, inform, inspire, give direction, practical advice and confidence
Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT WORK?
Over half of the population don’t spend anytime on email at work
Q: HOW MUCH TIME DO YOU SPEND ON EMAIL AT HOME?
Over a third spend more than 2 hours a day on email at home. Highest figure since 2010
34
The timing challenge
� Lower checking has implications for quick expiry deals
� Multiple devices means different levels of engagement
but silence is not necessarily rejection
� Trying to second guess when consumers might be
online maybe forlorn. And one size doesn’t fit all
� Not just time of day but day of week, day of month or
lifestyle triggers
� Triggers: seasonality, weather, order confirmations,
review requests, browsing activity on the website
Q: HOW MANY EMAIL ADDRESSES DO YOU HAVE? PLEASE THINK ABOUT WORK AND PERSONAL
Don’t just get an email address. Aim for the right email address
“I tend to have at
least one to give to
companies /
websites that
demand one, but I
don’t want to share
my main one” =
50% of consumers
How to get to that main email address
� Highlight the value and benefits
� Testimonials
� Samples of past emails
� Clear sign up process
� Easy opt-out process
� Privacy statements
� Member associations
� Security Certificates
Build Trust and Keep it
Q: HOW MANY BRANDS ARE YOU CURRENTLY SIGNED UP TO RECEIVE EMAILS FROM
The competitive inbox landscape
The competitive inbox landscape
Q: HOW MANY EMAILS DO YOU RECEIVE IN YOUR INBOX ON AVERAGE EACH WEEK FROM BRANDS YOU TRUST?
Around 40% get less than 3 a day
2.5 emails per weekDMA National email benchmark report 2011
A simple increase in emailing frequency remains a strong option worthy of testing for many senders
� Use customer data better to match content and offer.
� One-off "high-value" emails, like a heavily-reduced last-minute offer.
� Emails that deliver information, benefits or service without overtly demanding anything in return.
� Introduce promotional messages to existing, non-promotional email, such as cross-sell sidebar offers in order confirmations.
� Link frequency increases with appropriate seasonal demand (as retailers do during the Christmas shopping season).
� Segment out the “best” or “most active” customers: if someone clicks on every email, they’ll likely welcome more.
� Allow people to opt-in to another email stream or more emails, so they can self-select for a higher frequency.
� Introduce trigger emails in addition to more broadcast email, where content is closely aligned to a customer action (like a post-purchase follow-up requesting a product review) or data point (like a birthday message).
Q: ON AVERAGE, HOW LONG DO YOU KEEP MARKETING EMAILS IN YOUR INBOX?
Don’t judge a campaign after 48 hours…
WHAT SUBSCRIBERS WANT
Q: WHAT FACTORS CAUSE YOU TO SIGN UP TO A BRANDS’S EMAILS?
Yes it’s about saving money, but not exclusively
Seize the moment
� Integrate opt-in forms into existing interaction points.
� …within the online checkout process.
� …in popovers that are activated when website visitors have viewed a certain number of pages or spent a certain amount of time on the site.
� …above the fold on web pages, but also at the end of articles, videos, slideshows, quizzes or other points of strong visitor engagement.
Q: WHAT TYPE OF CONTENT / OFFER DO YOU LIKE RECEIVING THE BEST?
Free delivery? Not a big deal
Q: WHAT PERCENTAGE OF THOSE THAT YOU RECEIVE DO YOU CONSIDER INTERESTING OR RELEVANT TO YOU?
Interest and relevance has tripled in 2 years
But… A quarter say no more than 1 in 10 brand emails are interesting or relevant
Q: WHEN YOU RECEIVE AN INTERESTING EMAIL, PLEASE SELECT UP TO THREE MOST LIKELY ACTIONS YOU WOULD TAKE FROM THE LIST BELOW:
Don’t underestimate the true impact of marketing emails
Q: WHAT IS MOST LIKELY TO PROMPT YOU TO MARK AN EMAIL AS SPAM?
Fear is the key trigger for Spam. Frequency and no recall of signing up have halved in 2 years
MOBILE EMAIL
Q: WHAT DEVICE DO YOU NORMALLY VIEW YOUR EMAILS ON?
Don’t think about your own behaviour…
Clear evidence of inbox management via mobile
SOCIAL NETWORKS
Q: WHICH OF THE FOLLOWING SOCIAL NETWORKS DO YOU USE?
Over three quarters have some sort of Social Network presence
Pass it on
Positive for email / social network integration
Confidence and engagement is growing with Social Network users
SUMMARY AND KEY OBSERVATIONS
Wave 4 Summary
� Mind the GAP. We are very untypical in the way we use and consume email
� It’s a growth medium. People are spending more time on email
� One size does not fit all
� Aim for the right email address, not just an email address
� Opportunity to trial increase in frequency
� Multi-channel approach to viewing, opening, managing and reacting to emails
� Mix money saving offers with more engaging, less demanding messages
� Response isn’t just clicks and opens. Just under half of response isn’t visible through normal measurement
� Social Network behaviour is changing rapidly with people wanting to help and contribute
Thank You
Turning insights from the
email tracking study into
results
Dela Quist, Chief Executive
Officer, Alchemy Worx
Sponsored By
Insight Partner
Dela Quist: CEO Alchemy Worx
Merkle View from the inbox 2011
Email should be the
primary means by which
someone you already
know, visits your site or
interacts with your brand
online.
Database Size
Send Frequency
Subject Lines
Offer & Creative
Data Segmentation
Order o
f Importa
nce
www.alchemyworx.com
@alchemyworx
linkedin.com/company/alchemy-worx
www
@delaquist
uk.linkedin.com/in/delaquist
alchemyworx.com/delaquist-ebook
Building trust with email
Zara Timms, Data Marketing
Manager, Aviva
Sponsored By
Insight Partner
Zara Timms
Zara Timms
Data Marketing Manager - Aviva UK Direct Insurance
“BUILDING TRUST WITH EMAIL”
AVIVA UK DIRECT INSURANCE
EMAIL STRATEGY
The Email Agency Effect
Source: DMA National Client Survey 2012
“Internal resources are the biggest barrier to success: most businesses have less than one staff
hour a day allocated to email marketing. Skills are not necessarily a major constraint, with 70%
of marketers at least familiar with the essentials of the marketing discipline.”
About me
4 million targeted emails
sent monthly
49 monthly prospect
campaigns
30 monthly customer
campaigns
20 pre-purchase trigger
emails
27 post-purchase trigger
emails
The numbers
% of Online
Car Total
%
Quotes
%
Sales
Jan 10 1% 1.4%
Jan 11 2.9% 2.9%
Jan 12 7% 6.7%
Goals of the Aviva email
programme
Initial
consideration
set
Initial
consideratio
n set
Moment of
purchase
Active evaluation
Information gathering/shopping
Post purchase experience
On going exposure
Build advocacy through engagement
IN LIFE STRATEGY3.
Drive offer awareness and generate quotes
2.
Creating top of mind consideration
PROSPECT STRATEGY (OFF REN)1.
Guiding the customer through Renewal
RENEWAL STRATEGY4.
Pre-disposition
Shortlist Converting
Loyalty
Trigger
PROSPECT STRATEGY (ON REN)
Post
purchase
In-Life
Renewal
invite inserts
E-zine –
Bi-
monthly
Aviva Deals
email - 1/4ly
Cross Sell emails –
Monthly on/off renewal
Loyalty initiatives –leveraging sponsorship
assets
RAF On-boarding
In Life
System docs
Building trust / getting into the customers inner
circle;
Customer comms & engagement – ‘Loyalty loop’
Renew
Quote
enquiry
Quotes & +7 days reminderSurvey email
Winback &
Enquirer on-ren
Increased
Frequency
Testing off-ren
Retargeting
quote drop
field drop
outs? TBC
Off Renewal
Acquisition email
Newsletter
Building trust / getting into the customers inner
circle;
Non customer comms
Acquisition on-renewal targeted
Off Renewal
Acquisition
Newslette
r
Quote
Reminder
+14 days.
TBC
Off Renewal
Acquisition
Newslette
r
Surve
y
Data quality & volume
10 vs 11 database uplift – 95%
11 vs 12 database uplift – 44%
10 vs 11 database uplift – 95%
11 vs 12 database uplift – 44%
64% more quotes with
the same volume of data and spend.
Oct 10 vs Aug 12;
Del rate up 11%
Opens up 15%
CTR up 18%
Cleansed data;
duplicate records
reduced from 25% down to
2%
Frequency? How much is too much?
Source; MarketLive 2011 Consumer Shopping Survey
Upstream traffic from email services (% of site traffic driven from email sources)
Source: Hitwise upstream and down stream traffic from email services
A case for increased frequency -Email as part of the overall online response
Downstream traffic from email services (% of all email sources vs. industry)
Source: Hitwise upstream and down stream traffic from email services
A case for increased frequency -Email as part of the overall online response
12 months in the
life of a non-
customer
12 months in the
life of a customer
purchase
Acquisition email (+2 Remails) month before
renewal
- Increasing Frequency Email Cycle
A case for increased frequency – Open reach
Additional mailings sent
Source: Alchemy Worx
Building trust / getting into the customers inner circle;
Post Purchase Opt In Trigger
Welcome messages typically achieve four times the opens, five
times the CTR and over eight times the revenue per email of
promotional emails.
Source: 14 Experian CheetahMail (2010) The Welcome Email Report
Mobile Optimisation
Aviva.co.uk mobile
visits up
Jan vs.
Sept 2012
Mobile/tablet total 88%
% tablet 113%
% phone 65%
43% of mobile email users check
email four or more times per
day, compared to 29% of those
who do not use mobile email. Merkle “View From the Digital Inbox
2011″ (2011)
(using)
iPhone
Android
Attribution; What is the true impact of email?
Questions?
Panel discussion
- Paul Seabrook, Director and Co-Founder, fast.MAP
- Dela Quist, Chief Executive Officer,
Alchemy Worx
- Zara Timms, Data Marketing
Manager, Aviva
Sponsored By
Insight Partner
Closing Comments
Fiona Robson, Managing
Director, Rocketseed
Sponsored By
Insight Partner
Thank you Sponsored By
Insight Partner